Search advertising and Search Engine Optimisation (SEO) may seem like two separate marketing strategies. While they can achieve different results and help you reach different goals, there are many ways that these strategies can complement each other. In fact, using them together can result in reaching more prospects online. Here are three reasons why you should consider using Search Advertising and SEO together.
More Online Shelf Space = More Clicks
Combining Search Advertising and SEO provides an extra layer of exposure for your business. Even if you rank in the top organic spots, a PPC ad at the top of the page can improve traffic by 50%, resulting in increased brand awareness. If you’re dominating both the organic and paid search results page, then your website traffic, leads and enquiries are all more likely to increase.
Additionally, SEO is a long-term strategy and it can take some time before you notice your efforts paying off. Running a paid search campaign while you’re building up your organic presence can help you own more shelf space and see more immediate results while you’re working towards having a strong organic presence.
Targeting the Right Audience
Running Search Advertising campaigns gives you access to an immense amount of data that can help you discover details about your target audience. Since Search Advertising often yields quicker results, it can be a good way to test out new target groups or areas and see if you can draw in a broader range of customers. From there, you can implement similar keyword strategies into your SEO campaign. As a result your SEO and search will be consistent and integrated.
Covering All Your Bases
Search Engines such as Google constantly make changes to their algorithms which can impact organic rankings significantly within a short space of time. A site could rank in top positions for many competitive keywords one week, and soon not be found anywhere near the first page due to an update.
The negative impact of these fluctuations can be avoided if you are running paid ads in addition to SEO. This way, you will still have one of the two strategies to fall back on and still give your business visibility.
A combined Search Advertising and SEO strategy can help you in many areas of your online marketing. To find out more about how using multiple digital marketing strategies can assist you in improving your online presence contact us today!